Cannes Lions
FRED & FARID SHANGHAI, Shanghai / THE NORTH FACE / 2016
Overview
Entries
Credits
Description
On China’s national charity day, The North Face decided to swap places with the underprivileged; turning all its window displays into a place to switch the warmth where it is needed.
Execution
Implementation: Instore, TNF retail, China
Timeline: During 1 week, mannequins were dressed with next to it an underpriveleged child. Then, on National's charity day, TNF mannequins were naked, and the child finally dressed.
Placement: All TNF Window displays
Scale: Nationwide
Outcome
1.7 million unique visitors on Wechat/Mobile donation site
8.5 million RMB donations (the equivalent of $1.3M)
Enough funds for the next 2-years mission of Wardrobe of Love
And 10 000 sets of warm clothes donated by The North Face
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